Lotte Mart's 'Yorihada' Relaunched, Sales Soar After 10 Months of Preparation

Led by Chefs and the MZ Generation, Prepared Over 10 Months
Targeting Working Moms in Their 30s with Design Renewal Effects

A customer is shopping for 'Yorihada' brand products at the frozen section of Lotte Mart Seoul Station branch. (Photo by Lotte Mart)

[Asia Economy Reporter Jeon Jinyoung] Lotte Mart announced on the 28th that sales of its home meal replacement (HMR) brand 'Yorihada,' relaunched last October, have significantly increased. Since the beginning of this year, Lotte Mart has been preparing the project for 10 months, focusing on professional chefs from the Food Innovation Center (FIC) and MZ generation (Millennials + Generation Z) product planners.

According to Lotte Mart, sales from October 13 to the 20th after the brand relaunch increased by 70% compared to the same period last year. During the same period, sales at Lotte Mart Mall operated by Lotte Super and Lotte On also increased by approximately 90% and 50%, respectively.

The three newly launched items at the time of relaunch, based on the American Chinese concept?'Kung Pao Chicken,' 'Tangy Crispy Yuringi,' and 'Mandarin Orange Chicken'?sold more than 50,000 units, ranking within the top 5 in the frozen chicken category.

Lotte Mart targeted working moms in their 30s, who are trend-savvy and sensitive to product taste, quality safety, and convenience, to ensure the brand's success. In fact, the proportion of women in their 30s purchasing the 'Yorihada' brand has doubled compared to before.

Additionally, improvements in packaging also led to positive results. Lotte Mart created brand-exclusive packaging, unifying the previously varied package designs by product category to enhance visual impact. By utilizing complementary color contrasts of green and red, the packaging became more eye-catching than before.

Based on the initial success of Yorihada, Lotte Mart plans to renew and launch about 70 items by the end of the year.

Jung Jae-woo, Head of Product Division at Lotte Mart, said, "The key to success was analyzing customers more meticulously than before and creating menus related to Yorihada," adding, "We will grow it into a leading domestic HMR brand with excellent quality and differentiated taste."

This content was produced with the assistance of AI translation services.